On its Facebook page, Asus says the bootloader had to be locked to provide you with certain content services. And it's true that if you choose to employ the (release-date-TBD) Transformer Prime unlock tool you'll be frozen out of Google video rental through the Android market. Oh, and you'll void your warranty. But at least you'll be able to do whatever your want with your own personal property, which is kind of the point of owning something in the first place, no? [XDA Developers — Thanks Seth!]